Sarah McGregor Becomes AKQA ECD to Make Work “I’ve Aspired to Make My Whole Career”

Sarah McGregor has joined AKQA Australia as national executive creative director, LBB can reveal, building on the creative momentum established with the hire of Tara McKenty and Tim Devine’s global promotion.

Based in Melbourne and previously ECD at Dentsu Creative, Sarah has spent time at agencies including Leo Burnett, cummins&partners, Karmarama, Y&R, and Grey London across her two-decade career, working on brands such as Honda, Bonds, Nintendo, The Iconic, and Virgin.

She told LBB the opportunity is one to make “work that I’ve aspired to make my entire career.”

“I think this role is different to others I’ve had before because AKQA is different – there’s such a diversity of talent, from strategic thinkers and experience experts to inventors and makers,” she said.

“Bringing those people together to collaborate is going to result in really exciting work – work that I’ve aspired to make my entire career.”

In December, LBB also revealed Tara joined the business after stints at BMF and Google. The two ECDs will work closely with Tim, the newly-elevated global chief invention officer.

“I feel really privileged to work with Tara -- she is a force of nature and we share the same values when it comes to the work and nurturing the people,” Sarah said.

“Tim Devine is another bucket list creative leader with a truly human and innovative approach to the work. I’ll be working closely to support Tara in leading the ANZ creative team across our Australian clients.”

Jeremy Smart, AKQA’s national managing director, said Sarah will bring “energy and ideas” to the agency’s client roster and culture.

“Sarah brings a wonderful combination of creative excellence, leadership, and a deep understanding of purposeful storytelling. Her passion for innovation and inclusion reflects AKQA’s values and vision for the future.”

In addition to Sarah’s appointment, the business has also promoted David Clarke to executive experience design director across APAC after a year in the role of group experience design director. Before joining the agency, David was managing director and global head of design at Goldman Sachs, based out of New York, and Huge North America’s chief design officer.

It isn’t his first time at AKQA -- he spent three and a half years at the WPP business from 2015 to 2018, also in New York, and three years in the London office.

In his new role, he will report to APAC CEO Brian Vella, and inherit a remit spanning Australia, New Zealand, and Japan.

“I owe much to my time at AKQA over the span of 20 years,” David said.

“London taught me the craft, New York shaped me as a leader, and now this role offers an incredible opportunity to amplify a region rich with creative potential. I’m energised by what’s ahead and honoured to be a part of such an ambitious network of talented people.”

Jeremy added David is a strong leader, and the new role will give “him the opportunity to bring his innovative and exceptional thinking to our wider APAC teams and clients.”

The appointments come as AKQA continues to operationalise its integration with WPP stablemate whiteGREY, which took effect last year. A global restructure followed, organising the business into three P&Ls: Americas, EMEA, and APAC. Former APAC managing partner Brian Vella was promoted to lead the regional business.

Sarah said the team has the ability to “make anything we set our minds to,” adding the leadership team’s pedigree and emotional intelligence is “the cherry on top”.

“AKQA globally has an enviable reputation for work that’s at the forefront of innovation, but with meticulous craft and storytelling,” she continued.

“The work I admire most combines beautifully crafted, genuine innovation with true human insight. AKQA’s ‘Action Audio’ is a great example of this – a technology that literally changes the game for sport-loving, visually-impaired people everywhere.

“To work in a place with the skills and ambition to make that kind of idea is exactly where I want to be – and I have my sights set on work that courageously fuses creativity, technology and humanity to create experiences that are not only innovative but truly meaningful.”

Sarah is a founding member of mentoring program The Aunties, and has been recognised at shows around the world including Cannes, D&AD, Clios, Spikes, Effies, and The One Show.

In addition to her partnership with Tara and Tim, she will work closely with chief strategist Iona Macgregor, executive strategy director Nicole Armstrong, general manager Justine Leong, and Jeremy.